To re-launch the famed Lincoln Continental after many years being out of the market, we decided to treat it with the “icon” status it deserves. The line “That’s Continental” is a statement of attitude, of quiet confidence inspired by the styling lines and attitude of the vehicle itself.
The advertising we created, across every channel, put the car at the forefront, framed by an exquisite landscape we captured in Iceland, on a black sand, glacial plain five hours east of Reykjavik.
We brought the colors and vibrancy of that location to life in a key OOH installation in New York’s SoHo, and even filmed the process in a time lapse film released on Instagram.
The print images are stunningly simple in their execution. Dominated by full bleed photography, and restrained headlines that speak to the Continental approach to life.
The film content featuring Matthew McConaughey showed off key aspects of the car, but without the narrative storyline of spots we’d done with him in the past. This time, a much more abstract approach brought some drama and inventive pacing to what is essentially, “a car and a man in a place”.